Social media in higher education and business – what can we learn?

Miia Äkkinen, PhD StudentAalto University School of EconomicsInformation Systems Science

miia.akkinen@aalto.fi @miiaakkinenNovember 24, 2011Nordic Knowledge on the

Web

Presentation on seminar:

Defining social media

Kaplan & Haeinlein (2010), Business Horizons:

Social media = a group of Internet-based applications that build on the ideological and technological foundations of Web 2.0, and that allow the creation and exchange of user-generated content.

SOCIAL ORGANIZATION

www.conversationprism.comSOCIAL SOFTWARE

Defining social media

BusinessIT

Social media = a new culture of openness, sharing and collaboration

In the spirit of BPR,let’s not forget the tools:

SOCIAL ORGANIZATION

Defining social media

Fish where the fishes are.

Pihla 5 years

Can you afford not to participate?

http://www.dachisgroup.com/social-business-design/practice-areas/

Social Business

Social Business

http://www.dachisgroup.com/social-business-design/practice-areas/

Open: Facebook page

Closed: Moodle

Closed:

Yammer,

Podio

Case NKW

http://www.global-integration.com/resources/cartoons.html

Testing Yammerat project NKW

Greetings from 1990’s: Why use World Wide Web?PR, marketing, advertising

SalesR&DCommunicationCollaboration

Cockburn & Wilson (1996)

Differences in business and higher education in the context of social media environment

EDUCATION BUSINESS

ICT and social media skills and use among customers

High skills Low – high

Top management support

High support Low – high

Government support

High support Lower

Social Media Adoption

Teacher’s choice,students have to use

Customer’s choice, use or not to use

Main focus Education ROI

Social media objectivesaligned with

Educational and pedagogical objectives

CommunicationMarketing

What business can learn from higher education?

• Projects on ICT & learning, eLearning, support centers, EduLabs, user training

• Top management support• Collaboration networks• Experiences and best practises shared• Facebook is not the only choice

What higher education can learn from business?

• Public dialogue with customers• Marketing and communication of results• Brand communities – Crowdsourcing - Customer

support• Personal brand, online presence of experts• Process thinking, from single experiments of a lecturer

to organization-wide processes• Roadmaps, goals and metrics

Case: LäikeResearch project on leadership at the department of mgmt,University of Vaasa

How to proceed?

• Benchmarking• How social media can help you in achieving your goals?• Know your audience• Check your resources (time!)• Content strategy• Select appropriate tools and platforms• Define goals and metrics for social media• Social media policy

(from ”behave smart” to several pages)• Train users

Picture on Media House’s Facebook page Nov 23, 2011

Thanks – let’s discuss more!

• miia.akkinen@aalto.fi• www.facebook.com/meritext• www.twitter.com/miiaakkinen• http://www.meritext.fi• http://fi.linkedin.com/in/miiaakkinen